Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.

Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.

Branding

1.
1998 1992 1995 Branding

2.
What is a brand? <ul><li>Name, logo, tag-line, color, sound, idea or a combination of the above to differentiate one’s product or service from others. </li></ul><ul><li>‘ Perceived experience’ offered by the product or service </li></ul><ul><li>Plays a ‘meaningful role’ in customer’s life </li></ul>

5.
Actually brands rule the world… <ul><li>Task: </li></ul><ul><li>Compare the 2010 Global top brand valuations and the GDP of countries by size.. </li></ul>

6.
Consumers own brands and not products..! <ul><li>We don’t drive cars, we own a Merc </li></ul><ul><li>We don’t wear jeans, we wear Levis’ </li></ul><ul><ul><li>And so on….. </li></ul></ul>

7.
What makes consumers to own brands..? <ul><li>Brands are like people.. </li></ul><ul><li>Eg. </li></ul><ul><ul><li>First day of college: introduction to 60 students </li></ul></ul><ul><ul><li>On graduation: 4-5 best friends for life.. </li></ul></ul>

8.
<ul><li>They become part of our ‘extended selves’ </li></ul><ul><li>We share a strong relationship with them </li></ul><ul><li>We are LOYAL towards them </li></ul>

15.
<ul><li>More than 30 films released this year have Hinglish titles. </li></ul>

16.
<ul><li>‘ Always Kabhi Kabhi ’, ‘ Bhindi Bazaar Inc ’ to ‘ Short Term Shaadi ’, all are riding on the popularity of Hinglish to make their films sound young, trendy and interesting. </li></ul><ul><li>It’s the title ( much like the tag line in advertising ) that matters too – not just the stars. </li></ul>

19.
<ul><li>Hinglish is the language of today. It’s trendy, young and happening and it’s keeping the cash registers ringing for all who use it. </li></ul><ul><li>Marketing also has used this concept in building brand image… </li></ul>

26.
<ul><li>in America, McDonald’s sent small cards to various Indian households asking them to taste its ice-creams and shakes, with a tagline, “ Taste ki baat hai. ” And the Indian- American population loved it. </li></ul>

37.
<ul><li>Starbucks is making sure its outlets blend with the culture of the place and look less foreign. </li></ul>

38.
<ul><li>Maxwell House Coffee was one of the first to realize that it pays to understand local culture. It was one of the first to pitch its coffee directly to the Jewish consumers. </li></ul>

39.
<ul><li>Nine years back, it noticed that sales of coffee fell drastically among Jews during ‘Passover’, a Jewish festival. It quickly hired an Orthodox rabbi who declared coffee was a berry (a fruit) and hence was totally acceptable to be had during the 8 days of Passover. </li></ul>

41.
<ul><li>The ‘Dirt is good’ campaign of Unilever started in UK, but the company took extra efforts to ensure that the campaign was adapted to suit the local cultures of different countries </li></ul>

42.
<ul><li>and it become a hit the world over. ‘ Daag ache hai ’ was just as loved by everybody in India. </li></ul>

43.
<ul><li>Softdrinks campaigns worked and succeeded like the ‘ Bleed Blue ’ or the ‘ Thanda Matlab Coca Cola ’ campaigns, which instantly made the brands a part of the local culture. </li></ul>

44.
<ul><li>Motorola launched a phone for the young in India and named it Moto-Yuva, and its key feature was a Hinglish T9. </li></ul>